SDCC: Hasbro Unveils ‘KPop Demon Hunters’ Rumi Premium Electronic Sword

At the 2026 San Diego Comic-Con, Hasbro introduced an innovative addition to its growing lineup of merchandise inspired by the Oscar-winning Netflix film "KPop Demon Hunters." The company unveiled Rumi’s Sain-Geom, a premium electronic role-playing sword that embodies the film’s blend of music and fantasy.

Set to retail at $224.99, the Sain-Geom, also known as the “Four Tiger Sword,” offers an immersive experience with advanced interactive features. Equipped with over 50 LEDs, the sword responds dynamically to movement, music, and even the user’s singing, showcasing multiple modes that heighten the role-playing aspect. This level of responsiveness underscores the product’s design focus on engagement beyond traditional toys.

A noteworthy element of the Sain-Geom is its accompanying display stand, which features customizable lighting and the emblem of the in-film singing trio HUNTR/X. The stand sports a purple tint and can be powered via USB-C, allowing for both charging and an illuminated showcase when the sword is not in use.

Hasbro’s collaboration with Netflix, which holds the global master license for "KPop Demon Hunters" merchandise, demonstrates the significant market demand for collectibles tied to the film. The sword’s pre-order availability through platforms such as Amazon, Hasbro Pulse, and Netflix’s own shop signals a coordinated effort to reach a broad consumer base ahead of its scheduled release on July 1, 2027.

The "KPop Demon Hunters" phenomenon has rapidly ascended since its Netflix debut on June 20, 2025. The film’s unique fusion of Korean pop music culture with animated storytelling has resonated globally, fueling both critical acclaim and fan enthusiasm. Its accolades include Oscars for Best Animated Feature and Best Original Song for “Golden,” as well as recognition from the Critics’ Choice Awards, Golden Globes, Producers Guild of America, and Annie Awards.

Further cementing its cultural impact, the film’s musical components have earned prestigious honors at the American Music Awards, where "KPop Demon Hunters" secured four awards, including Song of the Year for “Golden,” performed by the voices of HUNTR/X members EJAE, Audrey Nuna, and Rei Ami.

This surge in popularity has cultivated a lucrative environment for licensed products, with Hasbro expanding its offerings beyond traditional toys to include other role-play items and collectibles. The embrace of electronic features in the new sword aligns with current trends toward high-tech, interactive merchandise that appeals to both collectors and younger audiences.

The Sain-Geom’s launch not only captures the essence of the film’s narrative and musical energy but also reflects a broader shift in entertainment merchandising toward immersive, multimedia experiences. As fans anticipate the sword’s arrival in mid-2027, Hasbro’s latest release exemplifies how licensed products can bridge storytelling and technology to deepen audience engagement.

While additional details about further expansions in the "KPop Demon Hunters" product line remain limited, the introduction of the Rumi Sain-Geom sword at a major industry event like San Diego Comic-Con signals Hasbro’s commitment to leveraging the franchise’s momentum in the years ahead.

Streaming exclusively on Netflix, "KPop Demon Hunters" continues to captivate audiences worldwide, and the forthcoming interactive sword offers enthusiasts a tangible connection to the film’s vibrant universe, blending cutting-edge toy design with the cultural zeitgeist of K-pop and animation.